London Life

Each London borough has its own distinctive character. North, South, East or West. If you look a little closer, you’ll see that typography runs through the city like a graphic thread. For London Life, we wanted to use type to capture four distinct personalities of London. Water, through the Thames, which divides and unites north and south. The unique historical character of the idiosyncratic Pearly Kings and Queens, and their generous, community-minded spirit. The joyful abundance of greenery that lifts our hearts, from street trees to the city’s precious parks. And finally, the quirky and often quite bizarre street names that remain a source of endless fascination. We wanted to present all of this through simple black-and-white animation. It’s not too easy on the eye, or too neutral. It’s certainly not too easy to figure out. But then, that’s the London that we love all over. Pentagram Design Domenic Lippa, Partner Anthony Morgan, Associate, Designer Ry Coleman, Associate, Designer Jess Sutherland, Designer Felix Jeff, Designer